ADPR 3100 1nd Edition Lecture 6 Outline of Previous Lecture I Producer led paradigm II Producer led advertising a Functionality III examples Outline of Current Lecture I creative revolution II problems leading to creative revolution III consumer cynicism IV Bill Bernbach Current Lecture Creative Revolution o Growing importance of style o Cynicism about consumer society o Creative revolution Advertising as an art not a science 1920s 1980s o producer led paradigm decreasing over time mostly 50s and 60s o 1960s creative revolution o still going on today Making Products o Producer led paradigm Stress functionality over style o But new ways of thinking starts to change in 30 40 50s Economic value of style not an afterthought anymore Economic value of style These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute o o Popular style Stream lining popular look for airlines less fuel and less bumpy o Streamlined modern and up to date with technology o Lets apply streamlining to different products to get others to buy Scooters Furniture art decor People loved the look more buying and more selling Making Products o But new ways of thinking start to change it Planned obsolescence o Changing the style of your products To boost sales o Alfred P Sloan 1940s General Motors CEO The appearance of the motorcar is the most important factor in the selling end of the business Style is more important than functionality New made the selling point Chevy All new all over again But Consumer cynicism o People were catching on they weren t dumb cynical about advertising o The Hidden Persuaders book on NY Times Best Sellers List about cynical advertising o The Waste Makers questioning the premises of consumer society saying that when we as consumers don t like something we just throw it away o The Lonely Crowd we can buy happiness as long as we can buy products o The Man in the Gray Flannel Suit movie PR agent who has everything but he finds no purpose in life and then gets a new PR job and doesn t have to do anything and was paid buy happiness by buying enough products Emerging Problem o Producer led paradigm increasingly ineffective People aren t buying into it o How to encourage an increasingly cynical public to believe advertising It will make you popular happier etc Creative revolution o New way of thinking about advertising manufacturing and design o Dramatic changes in advertising and agency organization How the agencies are organize in the producer led paradigm o Steady development still going on today Still working through this process o Bill Bernbach David Ogilvy Mary Wells Video notes 1950s 60s new America was watching tv o people were more sophisticated so ads needed a new way of advertising creativity took a larger role Creative director of Doyle Dain Bernbach Bill Bernbach Most influential people of the 20th cent Volkswagen ad best ad ever think small broke the wall between the viewer of the ad and the product o 21 million bugs were bought because of these ads founder of Ogilvy and Mather David Ogilvy o realized consumer wants meaning doesn t want the product we want what it means o Dove soap for women Mary Wells founded Wells Rich and Green o 60s feeling and sophisticated o alka seltzer humor jingle o ads that laughed at themselves and made us laugh along o o Bill Bernbach o Studied music philosophy and business at NYU o Worked with designer Paul Rand Simplicity restraint clarity persuasiveness o 1947 memo refuse the formulas o No rules but artistic discipline Saw advertising as an art You must get attention to your ad be fresh original creative and innovative no formulas Bern Bach and creative teams o No assembly line Small teams work on entire projects Allowed designers to talk to copywriters and art directors no line between job descriptions and what you could do Video notes By putting the art director in the same room as the copy writer worked together from the beginning to allow them to collaborate Insist on agency autonomy would resign accounts rather than do whatever the client wanted him to do Traditional Car Ads o Make the cars look long and big o Use color and show the family enjoying the car o Use ad talk phony sales way of writing Bernbach s Car Ads o Make the car short and small o Use black and white images o Rarely if ever show people o Wry humor joke in a subtle and sophisticated way o Straight talk use sentences and words that people would actually use Impact on the Imagery o Nine Ways to Improve an Ad 1963 bad formulas bernbach did not use these 1 Always show the product don t use negative headlines always mention product name in headline always show people enjoying your product always feature news in your headline even if its made up always make logo prominent avoid unpleasant connotations about the product always localize your ad VW Smaller is better o Makes your house look bigger o Unchanging is good i e evolution of the car o Ugly is honest DDB Avis Car Rentals o If you re number 2 you need to work harder to get to the top Modern life is weird o Video alka seltzer ad the whole thing phony ads alka seltzer mama mia that s a spicy meatball Colt 45 unique experience ad Creative Revolution wrap up o Growing importance of style o Advertising is an art not a science o Changed relationship between sellers and buyers agencies and clients
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